The individual proposal is focused on the entry of abrand into a selected country where it is currentlyunavailable.Students are required to apply knowledge from the lessonsto a practical situation. In addition, students must conduct research and collect secondary data from various sources (e.g., academic journals, library databases, mass media, trade magazines) to support their decisions.
This proposal is a business report prepared for the CEO of your selectedcompany. You should assume the role of an external consultant.
Students are notpermitted to contact their chosen company for information to assist with the preparation of their proposal.
Requirements:
1) Identify a brand that you plan to take into a foreign country.Your chosen brand must not have a presence in the destinationcountry. Note that the product category can be available in this country but not the selected brand.
Select a brand from one of the following industries:clothing, food, alcoholic drinks (e.g., wine, beer, spirits).
--Do NOT choosea brand that is available in more than 20 countries.
--Do NOT choose a mobile app or an online platform.
2) Using marketing-based reasoning, explain yourchoiceof brand and the destination country. Select and justify your choice of market entry mode.
3) State and justify the customer value proposition. Specifically, analyzethe value for the target customers in the destination country.
4) Using the bases for segmenting consumer markets, explain how the company should segment this country’s market and identify its target customers.
5) Conduct a SWOT analysis for the brand in the destination country.
6) Conduct thorough research to support your ideas. Gather and analyzesecondary data from relevant sources(e.g., academic journals, library databases, mass media, trade magazines, etc.) to provide substantiated evidence. Research quality depends on the credibility of sources, use of evidence, formulation of logical arguments,and other relevant factors. You must ensure that you have read and understood the references that youcite in your report.Find more details about research here:
https://learning.monash.edu/mod/book/view.php?id=1106509
7) Use APA 7th referencing style. More details at: https://www.monash.edu/rlo/research-writing-assignments/referencing-and-academic-integrity/citing-and-referencing
8) You must include tables, charts, and/or figures. They should be included as appendices at the end of the report.
The Proposal Must Include All of the Following Content:
Title page (include your full name, student identification number, tutorial time and day, & word count)
References (5 marks)
* 15 marks for research quality (relevance, rigor, and comprehensiveness of research)
*5 marks for presentation, formatting, and grammar, syntax, and spelling.
This is an individual (submission) assessment task.
Your report must include all ofthe above sections. Theexact headings must be used in the table of contents and in the text.
A minimum of 10 independent references, and the textbook must be cited.
Maximum 2000 words (+/- 10%), excluding thetitle page, table of contents, references, and appendices.
Generative AI tools are restricted for certain functions in this assessment task. Students are permitted to use generative AI for purposes such as proofreading, grammar and expression improvement, error reduction, and idea enhancement. Importantly, any use of generative AI must be appropriately acknowledged. If you use generative AI, you are required to complete a document (student acknowledgement on the use of generative AI) and include it as an appendix at the end of the report.
Your report must be processed by using a similarity-detection system (Turnitin) before submission.Plagiarism, collusion, and cheating, including assisting others to cheat, are unacceptable. Infringement of the University’s academic integrity policy carries a range of penalties. For details, go to https://www.monash.edu/students/study-support/academic-integrity
Penalty of word limit:
11-20% over maximum, 10 marks penalty
21-30% over maximum, 20 marks penalty
Penalty on submission time:
Up to 24hours late: 5 marks penalty
1-2 days late: 10 marks penalty
Each additional 24 hours will add 5 marks penalty.
Submission Details:
Your assessment must be submitted by the due submission date, via the dedicated submission link on Moodle.
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